Rupesh N. Chavan Wonder Smiles · Process

The full process

The research, personas and flows behind Wonder Smiles. The case study covers the decisions; this is the work underneath them.

Read the case study
02 · User Research

Who We Designed For

Wonder Smiles serves three distinct user types whose needs are interrelated but distinct. The anxious child, the concerned parent, and the first-time-visitor parent who needs digital reassurance before walking through the door.

🧒
Arjun, Age 7
The Anxious Child
Goals
  • Know there won't be scary instruments or needles
  • Get a reward (star badge or prize) for being brave
  • Meet Smiley before the appointment to feel familiar
Pain Points
  • Clinic smells and sounds trigger immediate fear
  • Adults talk about him, not to him, during the visit
👩
Meera Iyer, 34
First-Time Parent Booker
Goals
  • Find a dentist with visible child-specialist credentials
  • Book a first visit easily without calling the clinic
  • See real parent reviews before committing
Pain Points
  • Generic dental websites with no child-specific messaging
  • Unclear pricing, fears hidden costs for "kids' packages"
👨
Rahul Sharma, 41
Regular Returning Parent
Goals
  • Track child's gold-star rewards between appointments
  • Book follow-up appointments via WhatsApp quickly
  • Get pre-visit prep tips to reduce child's anxiety at home
Pain Points
  • Previous clinic had no continuity between appointments
  • Remembering which treatment stage his child is at
03 · Business Challenges

Core Challenges

CHALLENGE 01
Eliminating Dental Fear Through Design
Dental anxiety in children is a deeply physiological response. Triggered by smell, sound, and visual cues. The brand and website had to systematically replace each anxiety trigger with a comfort signal: colour over sterility, character over instruments, adventure over procedure.
CHALLENGE 02
Dual Audience, Child and Parent Simultaneously
A website that appealed only to children would not convert parents. A website that appealed only to parents would not engage children. Every page had to operate on two registers simultaneously. Delight for the child, credibility for the parent, without the design feeling split or confused.
CHALLENGE 03
Fun Without Sacrificing Clinical Trust
The risk of playful healthcare design is that it erodes clinical credibility. Parents need to see real qualifications, real safety procedures, and real expertise, not just cartoon characters. The mascot and the credentials had to coexist without undermining each other.
CHALLENGE 04
WhatsApp-First Booking in a Mobile Market
Mumbai's primary care market operates heavily through WhatsApp. The website needed to funnel parents into a WhatsApp booking flow without the traditional form-based booking that friction-heavy dental websites typically use. Every page had a clear WhatsApp CTA above the fold.
04 · Secondary Research

Market Insights

FINDING 01
40%
Anxiety Reduction Through Environment Design

Pediatric healthcare facilities using character-based design, warm colour palettes, and gamification elements report up to 40% lower pre-treatment anxiety scores compared to clinically neutral environments. This directly justified every "fun" design decision, it is clinical strategy, not aesthetics. (Source: Journal of Pediatric Dentistry, 2023)

FINDING 02
78%
Parents Research Online Before Booking

78% of parents in metro India search for a pediatric dentist online before booking, with Google reviews and clinic website being the top two decision factors. A poor digital presence directly costs patient acquisition. The website was as important as the physical clinic experience. (Source: LocalCircles India Health Report, 2024)

FINDING 03
3x
Positive First Visit → Lifetime Compliance

Children who report a positive first dental experience are 3x more likely to maintain biannual checkup habits into adulthood. The "first visit free" offer and the entire brand experience was designed to make this first appointment feel like a gift, not a medical obligation. (Source: BDA Childhood Dental Anxiety Study, 2023)

07 · User Flow

The Journey

STEP 01
Hero, Meet Smiley
The hero immediately introduces Smiley the Tooth Explorer. Animated, waving, and welcoming. Before any clinic information is read, the child has a character friend. The parent sees the 4.9★ rating above the fold.
STEP 02
Services, Made Fun
Six core services presented with child-friendly language and approachable icons. "First Visit Adventure", "Cavity Rescue", "Super Clean", "Smile Braces", "SOS Help", and "Special Heroes Care", reframing every procedure as an adventure, not a treatment.
STEP 03
Clinic Tour, Before You Arrive
A visual tour of the four clinic rooms (Play Room, Treatment Room, X-Ray Room, Prize Room) reduces the unknown. The biggest anxiety trigger. Children see the prize room before the treatment room, setting the emotional sequence correctly.
STEP 04
Rewards, The Gold Star System
The three-tier medal system (Bronze Brave → Silver Star → Gold Champion) gives children a visible progression goal. Each medal earns a physical prize. The system turns repeat appointments from a chore into a challenge to complete.
STEP 05
Book, WhatsApp First
Every page carries a persistent WhatsApp booking CTA. The booking page offers three entry points: "First Visit Free" (new patients), "Book a Service" (returning), and "Ask a Question" (anxious parents), meeting every intent without forcing a single flow.
08 · Toolkits

Tools & Workflow

Tools and methods used throughout the Wonder Smiles brand and website design. From character design through to multi-page frontend build.

🎨FigmaUI Design & Brand System
🤖MidjourneyMascot Art Direction
📐Claude CodeFrontend Build (9 pages)
🗺️FigJamUser Journey Mapping
📍Google Maps APILocation & Schema Markup
09 · Process

From brief to
smile in six steps.

A design process that put the child's emotional journey at the centre of every decision. From mascot creation to the gold-star rewards architecture.

01
Brand Positioning
Defined Wonder Smiles' position: the only pediatric dental clinic in Kandivali where children lead the experience. "Fear-free" and "sedation-free" as brand pillars, not just clinical claims.
02
Mascot Creation, Smiley
Developed Smiley the Tooth Explorer through 3 character directions. Smiley needed to be friendly but not babyish, adventurous but calming. A character a 10-year-old wouldn't find embarrassing. Final design uses expressive poses: waving, peeking, thumbs-up.
03
Colour & Typography System
Built a 5-colour system: aqua primary, coral secondary, mint accent, sun highlight, sky trust. Plus Jakarta Sans for display (friendly, confident), Inter for body (clinical trust through legibility). Warm cream background replaces clinical white.
04
Rewards Architecture
Designed the three-tier medal system (Bronze, Silver, Gold) with physical prize integration. We tested 3-visit versus 5-visit earn intervals with 6 parent participants in Kandivali. At 5 visits, parents described the goal as "too far away, we might not stick with it." At 3 visits, the response was "my son would actually try for that." The 3-visit cadence won. The 9-visit total journey to Gold was a deliberate clinical outcome target as much as a gamification choice, 9 visits in the early years establishes the dental habit that most practices are trying to build anyway.
05
9-Page Website, Safeguarding & Accessibility
Designed and built all nine pages of the website. One design decision worth calling out: all child imagery uses the animated Smiley mascot and illustrated rooms rather than photographs of actual children. This was a deliberate safeguarding choice, not a stylistic one. The site's warm cream background and aqua palette passes WCAG AA for all primary text combinations. The booking flow was tested with parents of varying digital literacy; the simplified WhatsApp route was retained as the primary path because it had zero friction for the core audience.
06
Local SEO & Schema Architecture
Local discoverability is arguably the most important business metric for a single-location clinic. More so than conversion rate optimisation on the site itself. Full Local Business schema markup, Google Maps integration, and pediatric dental keyword coverage for Kandivali and greater Mumbai were embedded from the start of development, not added at the end. For a local healthcare provider, being found by a parent doing a late-night Google search matters more than almost anything else the design can do.
Back Return to the case study
Explore more
All case studies All featured work